Online advertising through display ads offers significant value for businesses. These ads provide extensive and targeted reach across the internet, increasing brand recognition and familiarity among consumers. Retargeting with display ads also demonstrates a high return on investment.

However, it’s important to note that click-through rates (CTRs) for display ads are generally significantly lower compared to search ads. This difference stems from the nature of targeting: while display ads can target broader interests and behaviors, they lack the precision of search ads, which directly match specific phrases potential customers use when actively searching for products or services. To overcome this and encourage clicks on your display ads, exceptional visual creativity and persuasive copywriting are crucial. However, conceiving a remarkable display ad from scratch can be daunting. To provide inspiration for your next campaign, we have curated a collection of some of the most effective display ads observed in 2020. Our analysis will cover:

• Visual examples of successful real-world display ads.
• A detailed breakdown of the factors contributing to their effectiveness.
• Guidance on identifying the most suitable strategies for your business.

Finding inspiration from the best display ad examples

As previously mentioned, display ad CTRs average around 0.46 percent, which is roughly one-tenth the CTR of a typical search ad. This statistic highlights the challenges inherent in executing this marketing strategy effectively. However, when done right, the benefits of display advertising are widespread and enduring. These examples will equip you with excellent display ad ideas and strategies, enabling you to reap the benefits without starting from scratch.

1. Apple TV captures attention through simplicity

An attention-grabbing display ad doesn’t necessarily require extensive text or compelling ad copy. In fact, keeping things simple can often be far more effective, as demonstrated by the following Apple display ad example.

An Apple display ad showcasing effectiveness through simplicity. Consider this leaderboard ad for the Apple TV gift card. It showcases the vibrant cards themselves and utilizes a mere four words of copy. While that might seem insufficient, the carefully chosen wording makes the ad copy highly effective. Moreover, it leverages the current trend of staying home and enjoying movies due to circumstances, rather than going out to theaters. While “Learn more” might not be the most compelling call to action, the use of high-contrast blue makes it stand out. Overall, it’s a well-executed ad. The same campaign also features two square display ads that cleverly employ emojis to replace letters within the copy. For more exceptional Apple marketing campaigns, explore our comprehensive post on product marketing examples.

These Apple display ads demonstrate the use of emojis as letter replacements.

Both ads emphasize the versatility of the gift card, highlighting its usability for music, movies, and other entertainment options across various devices. Furthermore, incorporating emojis in ad text has been shown to enhance CTR for social media ads, so why not apply this tactic to display advertising? Standing out on the Google Display Network requires a distinctive approach. The emoji headlines effectively capture attention without being overly distracting, annoying, or clashing with the publisher’s website. Apple’s marketing prowess is undeniable.

2. Geico leverages color and contrast to highlight a new offering

When promoting a new offer, Geico’s skyscraper display ad provides valuable insights.

Geico is widely recognized for its car insurance, but many are unaware of their home insurance offerings. This display ad capitalizes on Geico’s established brand awareness in car insurance to promote a more comprehensive and affordable policy covering both car and home. The use of icons and contrasting colors effectively conveys the message of combining two distinct realms. Moreover, they didn’t limit this approach to a single banner ad format. Below is the square banner ad version for the same campaign, also employing the same concept and explicitly stating, “More than just car insurance:”

Instead of simply shrinking the house and car images from the skyscraper ad, they adapted the creative to suit the square banner ad size. Geico’s example demonstrates that with the right banner ad design, display advertising can be a highly effective medium for promoting new products or services.

3. Instapage emphasizes clarity and conciseness

In the realm of advertising, simplicity is a virtue. Failing to effectively communicate the value of your offer will hinder potential customers from developing an interest in your product. Instapage’s ad succinctly states, “the most powerful landing page builder:”

Instapage’s display ad employs a bold tagline to succinctly communicate their value proposition. While this particular display ad prioritizes features over benefits (which deviates from typical display ad best practices), the “see why” CTA subtly hints at the value proposition of making the switch. Furthermore, their target audience consists of tech-savvy marketing enthusiasts (much like ourselves) who often perceive features as benefits in themselves. For instance, there’s no need to explicitly state that a higher conversion rate translates to increased revenue.

4. PlayerUnknown’s Battlegrounds demonstrates successful rule-breaking

There are instances where breaking the rules can be beneficial. For a game as action-packed and unpredictable as Pubg, relying solely on a simple visual and text might not effectively convey the intended message. Instead, they cleverly repurposed the explosion from the game’s cover, emphasizing the fast-paced action inherent in the game.

Repurposing existing creative assets for display ads can contribute to increased brand awareness. While it may not be the most polished, original, or innovative ad, it effectively leverages their brand awareness and aligns with their product. Naturally, ad formats and norms vary depending on the ad network, but that shouldn’t limit your creativity. If you have a compelling idea that deviates from established norms, don’t hesitate to test it against a control that adheres to the rules. That’s the beauty of digital marketing—the ability to test hypotheses without significant time or financial investments.

5. The New York Times addresses current events in their latest ad

The news industry is facing scrutiny. The proliferation of “fake news” allegations in recent years has become a significant and concerning trend online. The New York Times tackles this issue head-on with a simple yet powerful display ad that positions them as a beacon of truth and reliability:

The New York Times leverages current events to communicate a strategic message through their display ad. Regardless of one’s personal views on The New York Times as a news source, this is a strategic move. In an era where news stories often originate from Twitter, having a trustworthy source of information is paramount. Relying solely on platforms like Facebook or Twitter can easily lead to misinformation. The message conveyed by this effective banner ad is clear: “We are the solution.” The call to action, “see my options,” is personalized and impactful, further contributing to the ad’s overall effectiveness.

6. This clickable ad from Lex utilizes eye contact to capture attention

Incorporating a human face can be an effective way to grab someone’s attention, provided it’s done strategically.

It might seem unusual for a car brand to take such an indirect approach to marketing a new model. However, this ad isn’t directly promoting the car itself. Instead, it focuses on showcasing their latest innovation—the new speaker system in the Lexus ES. This becomes evident upon reaching the landing page, which features a dedicated video that delves into the human sense of hearing and sound design.

Image Source If the ad led directly to a static landing page filled with car specifications and engine details, it wouldn’t be as effective. However, that’s not the case here. The ad and the video work in tandem to establish Lexus as an innovator, and it’s a successful approach.

7. Mount Sinai delivers a clear message during challenging times

Context is crucial in advertising. Creating an ad that resonates with your target audience requires an understanding of their perspectives and thought processes. Mount Sinai recognizes the challenges faced by New Yorkers and how these circumstances have impacted annual checkups at their hospitals. They’ve taken proactive measures to address the situation, and their display ad effectively communicates this message.

This effective display ad demonstrates a deep understanding of the target audience. While the ad is already well-executed, there are minor areas for improvement. The headline and CTA are strong, but the main copy could benefit from some refinement. It’s slightly lengthy and the small font size makes it somewhat difficult to read. Condensing the length by approximately half while still conveying the intended message would enhance readability.

8. Polo Ralph Lauren’s impeccable brand awareness display ad

What better way to embody class and style than by showcasing models adorned in a fashion collection against a backdrop that exudes sophistication?

The ad features impeccably dressed models strolling along the ocean’s edge—a nostalgic nod to a bygone era when people frequented the beach not for sunbathing or swimming, but for socializing. This imagery aligns perfectly with the refined and outdoorsy image Polo aims to cultivate with their latest collection, aptly named “Road Trip.” It’s a prime example of effective branding through display ads.

9. Merrell evokes a desire to embrace the outdoors

Rather than showcasing their shoes against a plain white or black background like many other footwear companies, Merrell opted for a captivating forest setting.

This display ad promotes an experience rather than just a product. The lush greenery, towering trees, and carefully chosen font for “Ontario” evoke a longing to immerse oneself in nature. This ad goes beyond promoting the product itself; it promises an unforgettable hiking experience. And it goes without saying that hiking necessitates a good pair of hiking boots.

10. Integral Ad Science delivers a concise and impactful message

This display ad from IAS utilizes a striking color scheme to deliver a short, punchy message that leaves a lasting impression.

In this display ad example, the copy itself takes center stage as the creative element. The ad’s simplicity is remarkable—a mere nine words, devoid of any images, icons, or elaborate graphics. Yet, it succeeds due to the harmonious balance between creative execution and copywriting. It’s clear that these advertising experts know what they’re doing.

11. Square reaffirms the effectiveness of simplicity

An ad doesn’t need to be groundbreaking to be effective. In many cases, simplicity reigns supreme.

Let’s break down the elements of the Square ad:

• Logo
• Brand name
• Benefit
• Product image
• Call to action (not even a button) This demonstrates that creative genius isn’t always necessary; a compelling product image and a clear value proposition can be equally effective.

12. SEMrush stands out through creative imagery, color, and animation

Creating an eye-catching ad doesn’t require extravagant photoshoots with professional models. By employing creativity, even icons and stock photos can help your brand stand out from the competition. This square image ad from SEMrush is the perfect antidote to banner blindness.

Instead of using a conventional pedestal to represent competition, SEMrush opted for a chess piece positioned within an hourglass. This clever visual metaphor symbolizes the speed at which users can gain competitor insights, as promised in the headline. The photos have undergone editing to create a contrasting color scheme that instantly grabs attention. And with the advent of HTML5, display ads are no longer limited to static images. A world of animation possibilities awaits.

In this banner ad, SEMrush employs a clever graphic depicting the ascent of search engine results pages (SERPs) using a link chain. The animations serve a dual purpose: they present more copy in a readable format while also capturing the user’s attention through movement.

13. SAP’s exemplary B2B display ad

This animated banner ad from SAP exemplifies effective B2B marketing. The initial headline is concise and to the point, highlighting a common pain point for businesses—an unengaged workforce.

The subsequent frame introduces a solution designed to foster a thriving workplace environment. The ad focuses on addressing the underlying problem and highlighting high-level benefits, avoiding technical jargon and feature overload. If more B2B ads adopted this human-centric and concise approach, “ad blindness” might become less prevalent.

14. Workplace showcases the benefits of their software through animation

This animated ad from Workplace effectively demonstrates the power of animation in display ads. Through a series of simple transitions and concise text, it highlights three key benefits for managers and business owners.

Conveying the same amount of information within a static banner ad of the same size would be virtually impossible without resorting to illegibly small text. This example underscores the potential of animation when used strategically. The key takeaway here is that animation shouldn’t be solely about grabbing attention; it can also enhance information delivery.

15. PNC Bank injects humor with dogs to promote their wallet app

Humor is a powerful tool in advertising, yet it remains underutilized. This short, animated ad from PNC Bank serves as an excellent example.

The ad cleverly contrasts the ease of taking pictures and engaging on social media with the often-cumbersome experience of mobile banking. And as we’ve previously explored, humor isn’t limited to ads; it can also enhance content marketing efforts.

16. Constant Contact conveys tech-savviness through animation

Constant Contact’s ad employs subtle animation to portray a sense of technological sophistication and modernity.

Given that the ad promotes intelligent email marketing automation, the addition of movement feels like a natural and necessary enhancement. The use of rich media serves as a subtle promise that the service itself is as advanced and intuitive as the ad suggests.

17. Bulldog Skincare demonstrates that interstitial ads can be effective

Interstitial ads are arguably the most polarizing display ad format. While they offer unparalleled ad space, this comes at a cost.

Users are essentially forced to view the ad and often click unintentionally while attempting to close it, incurring charges in the process. However, with thoughtful banner ad design and precise targeting, interstitials can still be an effective advertising medium. Bulldog Skincare mitigates the intrusiveness of the format by using a humorous image and headline, softening the interruption.

Key takeaways from these exceptional display ads

The aforementioned ad examples exhibit a wide array of characteristics, often incorporating multiple elements within a single ad, to support various marketing objectives and intentions. To ensure you grasp all the key takeaways, we’ve compiled a list of 20 strategies employed by these successful ads:

1. Align your message with current trends.
2. Embrace simplicity; less is often more in display advertising.
3. Utilize vibrant colors or high contrast to capture attention.
4. Consider replacing words or letters with emojis.
5. Maintain a single point of focus for each ad.
6. Adapt your ad creative to different ad sizes instead of forcing one design into various formats.
7. Communicate your value proposition succinctly and effectively.
8. Understand the priorities and preferences of your target audience.
9. Enhance engagement by incorporating animation or video into the landing page associated with your ad.
10. Experiment with ads that focus on brand building rather than promoting a specific product.
11. Repurpose existing content for visually appealing ads that reinforce brand identity.
12. Test unconventional ideas against more traditional approaches.
13. Personalize your call to action to resonate more deeply with your audience.
14. Explore using compelling and uniquely presented copy as the primary creative element of your ad.
15. With strategically placed copy and creative, a traditional button-based CTA may not always be necessary.
16. Consider advertising an experience rather than focusing solely on the product itself.
17. Leverage animation to convey more information within your ads.
18. Find creative ways to enhance icons and stock photos.
19. Don’t shy away from incorporating humor into your ads.
20. Approach interstitial ads strategically and with careful consideration.

Testing and optimization: Finding the perfect display ad for your business

Without a solid understanding of display advertising principles, it’s easy to waste your ad budget. However, by drawing inspiration from successful examples like the ads featured in this post and adhering to proven principles, you can significantly increase your chances of success. Remember that your initial idea is rarely the winning formula. Generate multiple ideas, experiment with different combinations, and rigorously test the final versions against each other to identify the top performers. Continuously testing and optimizing your Google Ads campaigns is a recipe for long-term success.